Copywriter, Brand Storyteller, Creative Strategist,

Copywriter, Brand Storyteller, Creative Strategist,

Hi, I’m Sheryl!

I’m a Senior Copywriter and Creative Strategist with 15+ years of experience driving content strategy and brand storytelling for leading brands like BOTOX Cosmetic, SkinMedica, Beautyblender, Peach & Lily, Sunday Riley, and For Hims & Hers. My career began in journalism, where I honed my ability to thrive under pressure and manage tight deadlines for nearly a decade (and yes, it actually was like Devil Wears Prada).

Today, I specialize in creating high-converting content across social, e-commerce, SEO-optimized blog posts, email, and integrated campaigns. When I’m not writing, I’m deep in TikTok rabbit holes (in the name of research, of course), always watching how people think, scroll, and buy to help brands stay ahead.

Whether it’s getting more eyes on a landing page, naming your next hero product, or developing content that resonates with your audience, feel free to reach out—I’d love to connect!

Brands I’ve worked with

Featured Work

Article: SkinMedica
Education on Allē

Wrote educational content for SkinMedica’s new acne launch, seamlessly integrating product messaging into an editorial-style article for consumers.

Allē Tentpole Campaign: Mother’s Day 2025

Developed campaign assets for Allergan Aesthetics’ second-largest sales event, supporting the brand’s top customer acquisition initiative. Led the creation of brand guidelines, national campaign taglines, social copy, and a full suite of creative deliverables.

BOTOX® Cosmetic
Social Video

In response to the rise of counterfeit products, I helped the brand develop consumer-facing messaging to build awareness around how to identify and ensure product authenticity.

Beautyblender Holiday 2023 Collection “Enchanted Beauty” 


Collaborated with marketing and design teams to concept a limited-edition collection for Sephora and Ulta, leading campaign taglines, product naming, packaging copy, and visual merchandising storytelling.

Article Screenshot

Article: ForHims & Hers

Crafted SEO-optimized blog content to organically promote ForHers’ biotin supplement and boost search visibility.

Article Screenshot

For Living Proof Dry Shampoo Email Copy

Wrote email copy spotlighting Living Proof’s best-selling dry shampoo formulas to drive engagement and conversion.

My Services

  • From writing an Instagram caption to naming your new hero product, I’m fluent in long-form and short-form content across platforms. 

  • Blame it on my TikTok obsession or the fact that I’m chronically online—I have a sharp pulse on what’s trending. I know how to turn insights into scroll-stopping content that resonates and drives engagement.

  • By aligning voice, visuals, and strategy across every touchpoint, I help brands show up consistently and meaningfully, turning one-time impressions into lasting relationships.

  • From interviewing renowned celebrity makeup artists like Daniel Martin to concepting and delivering live segments, I bring both creativity and confidence on camera.

  • "She always knew exactly what to say—and just as importantly, when to say it."

    I had the absolute pleasure of working alongside Sheryl, and I can confidently say she is one of the most talented and intuitive copywriters I’ve ever worked with. She always knew exactly what to say—and just as importantly, when to say it. Whether it was crafting the perfect headline, nailing the tone of a campaign, or jumping in on a social moment, she was my go-to.

    Her deep understanding of our brand’s voice was unmatched—she knew it better than the back of her hand—and her ability to stay ahead of trends made her an invaluable asset on our team. Beyond her creative skills, she brought strategic thinking, sharp insights, and a collaborative spirit to every project.

    She will be incredibly missed, both professionally and personally. But I have no doubt that whatever company or brand is lucky enough to have her next will gain not just a copywriter, but a true brand voice powerhouse.

    Amanda Sturgill / Visual Designer

  • "Sheryl is a powerhouse creative—smart, strategic, and collaborative."

    Sheryl is a powerhouse creative—smart, strategic, and collaborative. She crafts SEO-optimized, high-converting content across social, e-commerce, email, and multi-channel campaigns, always with a sharp eye on brand voice and results. She consistently goes above and beyond, offering not just strong copy but smart strategy, fresh perspective, and true collaboration. She’s incredibly easy to work with, always thoughtful, and brings both heart and insight to every brief. Every project—and every team—is better with Sheryl on it.

    Gianfranco Cioffi / Senior Art Director

  • "She doesn't pass on obstacles or confusion she encounters in a brief, she solves it."

    Sheryl was a wonderful asset to our creative team, consistently delivering on every brief, from social to scripts, campaign headlines to articles. At Allergan, her beauty category knowledge and writing skills quickly became in demand beyond our own team.

    When she was asked to support Allē articles as backfill, her work became the top-performing content they had ever published. Not only did they come back for more, but many cross-functional teammates also reached out to share what a joy she was to work with. That's probably the most consistent feedback I received about Sheryl beyond her writing talent: she's a genuinely wonderful human. Always calm, collaborative, and completely self-sufficient. She doesn't pass on obstacles or confusion she encounters in a brief, she solves it. She will jump on a call, get clarity, and keep projects moving without missing a beat. She'll be an asset wherever she goes next.

    Alex Braxton / Creative Director

Let’s tell your story together